the notion of brand community to build long-term loyalty. A range of literature will be examined and an example will be used to further illustrate the theory of brand community. I will begin by defining the terms used and by looking at the traditional satisfaction-loyalty model. Neal, Quester and Hawkins (2003) define loyalty as a consumer’s commitment to a brand because they believe it satisfactorily meets their overall needs and they have formed an emotional attachment to the brand. However this
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Banana Republic IMC Shayla Mallett June 20, 2015 Jonathan Brill MKTG-522 Executive Summary Banana Republic has a brand problem. It is falling by the wayside. Banana Republic needs to be renewed and evolve to the ever changing consumer environment. With this IMC plan Banana Republic will rise to the top again and become a top competing brand in the retail clothing industry. Through some research we have established an IMC that will bring about ultimate success for Banana Republic. We will
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Branding and adverting Clarify and standardize Heineken brand image worldwide Executive summary Heineken N.V is a global brand symbol of premiumness, taste, and tradition worldwide. It started soon granting license across the world. As its creator, Gerad Adriaan Heineken said: “ I will leave no stone unturned in attempting to continuously supply beer of the highest quality”. And he succeeded, across all markets, the Heineken N.V brand was acknowledged “as a lighter beer of superior quality”
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Juan, bought over the control of Old Chang Kee business and transform into a household brand today. For over 56 years, OCK specialise in the production and sales of a variety of affordable and quality finger food directly to consumers in Singapore. Most of their sales are on a takeaway basis and their 76 outlets in Singapore today are located at different areas to cater wider group of customers. OCK sub brands include Curry Times, Pie Kia and Mushroom which offers dine in concept restaurants carrying
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21 i. Demographics……………………………………………………………………………21 ii. Awareness………………………………………………………………………….……..23 iii. Importance of Factors influencing Purchase………………………………25 iv. Consumer Attitude……………………………………………………………….……27 • Private Label Vs National Brand: Brand Strategy………………………………….36 • Findings of Research………………………………………………………………………..….40 Section VI • Implications for Retailers……………………………………………………………………..41 • Suggestions ………………………………………………………………………………………...42 • Conclusion……………………………………………………………………………………………43
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Positioning by Brand Personality …...….............................................................….…..............4 Positioning by Consumer Benefits.................................................................................5 Positioning by Price.......................................................................................................6 Positioning by Brand User.............................................................................................8 Positioning by Brand Personality
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Competitive Analysis…………………………………………………………………………………………6 2.6 Current Brand Item Evaluation……………………………………………………………………………….7 2. SWOT Analysis………………………………………………………………………………………………………...8 3. Key Marketing Problem or Opportunity……………………………………………………………………………….9 4. Marketing Objectives…………………………………………………………………………………………………..9 5.7 Sales, Profit & Market Share…………………………………………………………………………………9 5.8 Enhance Brand Image & Attitude …………………………….……………………………………………...9 5.9 Communication
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BUILDING SUCCESSFUL BRANDS ON THE INTERNET CONTENTS SUBJECT PAGE CHAPTER 1 1.1 1.2 1.3 1.4 Overview Objectives Methodology Structure INTRODUCTION 6 7 9 9 11 CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 THE NATURE OF BRANDS 12 13 13 14 15 16 18 19 20 22 22 23 2.9 Introduction What is a Brand? The Layers of a Brand Product and Service Brands Branding & the Buying Process The Importance of Customer Satisfaction and Loyalty Emotional Loyalty The Concept of Brand Equity 2.8.1 The
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– VI-John Shaving Cream Submitted to: Prof. Ramesh Venkateswaran By Group 8A Kartik Saruparia (144043) Nitu Rai (144064) Priyanka Katoch (144081) On 12.08.2015 INDIAN INSTITUTE OF MANAGEMENT, Udaipur VI-John - Journey of Desi Brand From the second storey of his office, Vimal Pande looked towards the sky and started contemplating his thoughts what to do next to maintain the pace with innovative and competitive personal grooming industry. VI-John was founded in 1960, Kochar
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I Company Background: Unilever is the parent company of the Skippy brand peanut butter. Unilever is a multi-national company with over 174,000 employees and operates in over 100 countries. Unilever has an annual advertising budget of over $77 million dollars, however it does not break down the budget per business segment. Total sales for Unilever is over $59 billion USD during fiscal year 2008. (Reed Elsevier Inc) II. Brief Introduction: Skippy was founded in 1933, 10 years after the product
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